If properly developed, an e-letter or newsletter can be a valuable tool in any company’s marketing program. Unlike most communications, e-letters and newsletters can keep you in contact with your market on a regular basis. They can make your services tangible, enhance your image and help to position your company as a leader in its field.

But e-letters and newsletters often fail to accomplish these goals. Most newsletters are snoozeletters. E-letters are often too copy heavy and unattractive. The typical newsletter is a two-color rehash of company press releases and is filled with the kind of photos no other publication would print – the slightly out-of-focus photos of people shaking hands and smiling at the camera.

The eyeless people are everywhere. Even when driving or crossing the street, they don’t look up.

They are in a trance-like state, induced by the electronic device in their hands. Their whole world is below eye level and nothing else matters. Not the person they’re with. Not the other people on the crowded sidewalk. Not the other drivers.

In more than 20 years of business, I have never had a client ask me to cover up the truth. If one did ask, I would walk away. Dishonesty is not only morally wrong, it’s almost always disastrous for the client.

I like to challenge people to define public relations in two words. Other professions define themselves in two words—doctors practice medicine, lawyers practice law, accountants keep records. People in these disciplines define their work in two words, issue invoices and get paid accordingly for their expertise.

Not everyone in PR can do the same because many people—yes, many people— in public relations cannot define what they do.

Those who practice law are called lawyers or attorneys. Those who practice medicine are called doctors or physicians. Those who cover news are called reporters or journalists. Those who practice public relations are called … well, there’s really no consistent title.

Are we public relations practitioners, still practicing after all of these years? Are we public relations specialists or public relations professionals? Are we publicists or press agents, which implies that all we do is get our clients published? Are we flacs?